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| Title: | 企業贊助運動團體的外溢效果分析—以臺北鯨華女子排球隊球員參與公益活動為例
The Spillover Effects of Corporate Sponsorship on Sports Teams: A Case Study of Kingwhale Taipei Volleyball Team’s Participation in Charitable Activities sponsored by Kingwhale Corporation |
| Authors: | 李孟臻
Lee, Meng-Jane |
| Contributors: | 別蓮蒂
Bei, Lien-Ti
李孟臻
Lee, Meng-Jane |
| Keywords: | 企業社會責任
社會投資報酬率
社會影響力評估
企業贊助運動團體
Corporate Social Responsibility
Social Return on Investment
Social Impact Assessment
Corporate Sponsorship of Sports Teams |
| Date: | 2024 |
| Issue Date: | 2024-05-02 10:34:49 (UTC+8) |
| Abstract: | 企業支持運動領域相關活動越來越普遍，而且支持方式常常遠過單純的球隊贊助。本研究為回應此趨勢，以菁華工業贊助的臺北鯨華女排為例，探討企業贊助運動團體之外溢效果。臺北鯨華女排成立於2019年，為台北市的城市隊，不只是專注於企業排球聯賽，也時常自主舉辦及參與多項公益活動，推廣運動與關懷社會，期待透過球員的參與傳遞正向影響力。本研究分析期間為2022年9月至2023年8月，涵蓋三項公益活動。有別於常見的單一專案分析，本研究除計算個別公益活動的效益外，也計算總體公益活動的效益，亦即多項活動的效益總和。
本研究採用社會影響力評估工具之一的社會投資報酬率（Social Return on Investment, SROI）評估臺北鯨華女子排球隊球員參與公益活動之社會影響力。並依循社會投資報酬率指南（A Guide to Social Return on Investment）中的八原則與六大步驟進行。所得之SROI值結果為：公益便當活動3.23元、衣件愛衣頓暖愛心義賣活動2.21元、鯨排學院活動0.88元。整體公益活動總SROI值為1.82元，代表菁華工業投入的每1元，可以產生1.82元的社會效益。此外，本研究亦針對菁華工業社會贊助行為對員工的影響，從內部角度進行外溢效果分析。
本研究可能存在以下誤差：受限於受訪者與填答問卷者的主觀表達、抽象社會價值與個人感受量化為經濟指標數據過程的限制。因此亦就這些研究限制建議未來研究可以改善的方向。
The growing trend of corporate support for sports extends beyond traditional team sponsorships. Companies are now leveraging a broader spectrum of sports sponsorships to achieve their social impact goals. This study investigates the social impact of such sponsorships by examining Kingwhale Corporation’s support for the Kingwhale Taipei Volleyball Team. Kingwhale Taipei not only dedicate to the performance in the Top Volleyball League, but also contribute to social responsibility through various charitable initiatives. The study focuses on activities between September 2022 to August 2023.
This study employs Social Return on Investment (SROI), a social impact measurement tool, to quantify the social value generated by team member participation in charitable activities. Drawing on "A Guide to Social Return on Investment", this study analyzed the impact of three initiatives: a charity lunch box program, a clothing sale for reunion dinner event, and Kingwhale Academy. The calculated SROI values per NTD invested were NT$3.23 for the lunch box program, NT$2.21 for the clothing, NT$0.88 for the Academy, and NT$1.82 for the combined activities. These findings suggest that for every NTD invested, Kingwhale Taipei generates $1.82 in social impact. Additionally, an employee survey was conducted to gain an internal perspective on these impact.
This study acknowledges potential biases stemming from interviewee expressions and the process of quantifying qualitative experiences. In light of these limitations, the following research suggestions are provided for future studies. |
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
111363028 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0111363028 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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